What the Heck Do You Do and Why Should I Care

Once in a while I enjoy watching a television show called The Business of Innovation. They offer experts and brilliant people talking about innovation and how it affects the economy, business and world.

Last night they were talking about TIVO. They talked about the wiz bang features that the company initially tried to sell when launching the product.

Sales were low. The problem was consumers did not want the features. They wanted the benefit of easily recording a television show to be viewed at a later time.

The company was selling what THEY saw as special. The consumer/buyer did not agree.

Remember, marketing always fails when you talk about the features you offer instead of the benefit the buyer wants to gain.